For me, one of the small pleasures of flying the shuttle services operated by Delta and US Airways is the free newspapers, especially The Wall Street Journal. It’s a publication I can’t justify subscribing to—too pricey—but one I’m always happy to peruse.

JetBlue is taking that simple amenity idea, updating it for the digital age, and rolling it out across its entire flight network. JetBlue passengers will now have unlimited complimentary access to the Journal’s online content on their personal WiFi devices, via the airline’s onboard Fly-Fi Hub.

A subscription to the Journal online normally costs a hefty $28.99 per month. And pricing aside, it’s a quality publication. So this is a nice upgrade for JetBlue customers.

It’s also a smart move for both the airline and the Journal’s publisher. The former expands its roster of inflight entertainment offerings, probably for little or no extra cost. And the latter will undoubtedly increase its paid subscription base as a result of JetBlue flyers’ onboard exposure to WSJ.com.

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